Targeting the very important buyers VIB: A cluster analysis approach
نویسندگان
چکیده
The Pareto Principle, known as the 80/20 rule, predicts that most sales generate from a minority of buyers. Further, consumer theory stipulates certain shoppers have preference to consume experience versus tangible goods. Some people value consumption due lifestyle and innate factors. Following cluster analysis approach, this paper collected survey data 700 consumers (adults belonged panel) examine these propositions. results support propositions show e-market comprises three segments: VIB Experience, Material, Normals. discriminatory shows affluent diverge other segments on psychological In addition, social class helps pinpoint shoppers. Whereas Experience primarily belong Upper Uppers Middles, Material Lower generic Middle Class. are practitioners aim target material suggest e-shoppers not homogeneous according their shopping highlight relevance Principle segment e-shoppers.
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ژورنال
عنوان ژورنال: Cogent Business & Management
سال: 2022
ISSN: ['2331-1975']
DOI: https://doi.org/10.1080/23311975.2022.2088458